Edrington has kicked off a worldwide activation for The Famous Grouse, the blended Scotch brand’s first in four years.
‘Full of Character’ centres around a TV ad that aired in the brand’s flagship UK market at the weekend. The spot will subsequently extend its reach globally between now and the end of the year, focussing on 30 countries across Europe, North America and Asia Pacific.
As well as the TV and ‘Broadcaster Video on Demand’ presence, cuts from the ad will feature on digital and social media channels, including on YouTube “within content relevant to the brand’s target audience”. Financial details were not disclosed.
Backed by point-of-sale for the on-premise, the creative is fronted once again by Gilbert the grouse.
Earlier this year, privately-owned Edrington, which is also home to the Highland Park and The Macallan single malts, posted a 22% year-on-year rise in sales from the 12 months to the end of March.
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